OVERVIEW

Contemporary tourism trends and the growing competitive pressure make it necessary for tourism companies and destinations to design and implement effective marketing strategies, to identify, acquire and retain tourism demand. The course explores this topic introducing models and tools of tourism marketing.

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims to provide students with the knowledge and skills needed to understand the role and contents of marketing in the management of tourism firms and destinations.

AIMS AND LEARNING OUTCOMES

Learning outcomes

• Knowledge and understanding Students will acquire adequate knowledge of the principles, methodologies and tools of marketing for tourism firms and destinations.
• Applied knowledge and understanding Students will be able to understand and solve problems related to the choice of the most appropriate methodologies to be adopted and to apply the analytical and management tools learned during the course. The ability to draw up a tourism marketing plan will be developed, in both its strategic and operational aspects.
• Judgement skills Students will be able to analyze the tourism market scenario in order to identify and understand evolutionary trends and prepare appropriate responses from the tourism companies and destinations point of view.
• Communication skills Students will acquire the technical language typical of the discipline to communicate clearly and unambiguously with specialist and non-specialist interlocutors.
• Learning capabilities Students will develop adequate critical learning skills, which will allow them to continue to deepen independently the main topics of the discipline both in further education and in the working contexts in which they will operate.

PREREQUISITES

Students are expected to be familiar with concepts such as:

• resource-based view
• competitive advantage and competitive strategies
• firm functions
• tourism demand
• concepts and elements of tourism destinations
• tourism product
• main kinds of tourism firms and their peculiarities

TEACHING METHODS

Lectures are integrated with seminars with professionals.

Attendance

Attendance is not compulsory; students can choose to study the syllabus for attending or non-attending students (see below). Furthermore, a special syllabus – fully in English and for non-attending students only – is available to incoming foreign students on request.

Students who have valid certification of physical or learning disabilities  and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with the instructor and with Professor Serena Scotto (scotto@economia.unige.it), the Department’s disability liaison.

SYLLABUS/CONTENT

Main topics:

• Marketing for tourism companies and destinations;
• Analyzing the Marketing Environment;
• Understanding Consumer and Business Buyer Behavior;
• Segmentation, targeting and positioning in tourism markets;
• Value creation and experiential marketing;
• Tourism marketing mix;
• Introduction to destination marketing

RECOMMENDED READING/BIBLIOGRAPHY

For foreign students studying the Italian programme

attending students

• slides and other materials available on Aulaweb
• Kotler P., Bowen J.T., Makens J.C. (2018), Marketing del turismo, Pearson
  • chapters to study will be specified on Aulaweb

non-attending students

• Kotler P., Bowen J.T., Makens J.C. (2018), Marketing del turismo, Pearson
  • the chapters to study will be specified on Aulaweb

For incoming foreign students studying the English programme (non-attending only)

• Kotler P. et al., Marketing for Hospitality and Tourism, Latest edition, Prentice Hall
  • details on the chapters to study will be provided on request.

TEACHERS AND EXAM BOARD

Exam Board

CLARA BENEVOLO (President)

RICCARDO SPINELLI (President)

SILVIA BRUZZI

LESSONS

LESSONS START

October 2024

Class schedule

TOURISM MARKETING

EXAMS

EXAM DESCRIPTION

Written exam with open-ended questions.

In case of exam failure, students cannot take the exam on the following call (appello) and need to skip a date. The can take the exam on the following call if that call belongs to another exam session.

If students do not accept a positive grade (18 or more), they can retry the exam on the following call.

Incoming mobility students do not have to skip a call in case of failure.

ASSESSMENT METHODS

Questions will explore both teorethical and applied aspects of the subject. The student is expected not only to know the core concepts of the discipline, but also to be able to apply them to real situations, making reference to cases explored during classes or to original examples.

Exam schedule

FURTHER INFORMATION

The lecturer analyzed the results of the teaching evaluation questionnaires relating to the previous academic year and took them into account in the planning of this edition, with a continuous improvement approach.